print works!
Cambria Style is a marketing vehicle for
Cambria, one of the world’s top makers
of Quartz countertops. The biannual
publication debuted in 2009.
cutting corners – ever. And that is what the brand is all about.”
The biannual magazine debuted in 2009, and Haaf has been editor since the second
issue. It has won many state and national awards for design and content, including Folio
Ozzies for best single custom issue and best feature article in 2012 and best single issue
in 2014.
More than 650,000 copies are distributed in the United States and Canada. The mag-
azine is sent to Cambria customers, and the company also uses select mailing lists in core
cities to find its target audience.
“We are very specific about where we are spending the money to grow as a brand,
and so that’s where we focus on mailing the magazine. We don’t have a spray-and-pray
approach,” she said. “We want to ensure it gets to the right audience.”
Cambria provides copies for luxury suites in sports arenas and distributes Cambria
Style at top home shows and in high-end design showrooms. It is also a sister company of
Sun Country Airlines and places magazines in seat pockets of its airplanes.
“From a marketing standpoint, this is our best piece of brand literature,” Haaf said. “This
is the one that everybody uses.”
For good reason. Cambria Style has evolved into a sophisticated publication that
subtly promotes the brand while being interesting, informative and useful in its own right.
“I love that people write to us asking about everything from our countertops to cooking
and decor,” Haaf said.
“That tells me that people are reading it for the sake of reading it. They aren’t reading
it just because they may have Cambria in their homes. They are reading it because they
enjoy reading a good, quality, substantial publication that is very well made. And isn’t that
the best way to share any message?”
As the magazine’s content has evolved, the editors have gotten creative at integrating
the product into stories and photos without blowing Cambria’s horn too loudly, Haaf said.
The food features provided the most obvious opportunities initially to showcase Cam-
bria’s countertops.
“That was an obvious connection to be able to have the food photography focused on
Cambria products,” she said.
Today’s more diverse stories present greater challenges.
“It’s challenging and really fun to figure out how to take a product and, through pho-
tography and a story, kind of wrap something around it that somebody is going to find
interesting,” Haaf said.
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